KR20070101043A - Method of detecting robot-based invalid use of keyword advertisement and computer-readable medium having thereon program performing function embodying the same - Google Patents

Abstract

A method for preventing illegal use of keyword AD based on a robot and a computer-readable recording medium storing a program for executing the same are provided to prevent an excessive AD charge from being billed to an advertiser based on the robot by detecting the excessive AD charge generated when only the number of clicks is illegally increased to an AD server connected with a predetermined keyword AD and preventing the detected illegal use information to a keyword AD relay server. A connection request of a user device is received from a server relaying the keyword AD(S110). The illegal use of the keyword AD is determined based on the information obtained in response to the connection request by using the robot(S120). If the illegal use of the keyword AD is determined, information for the connection request is informed to the server relaying the keyword AD(S130). The illegal use of the keyword AD is determined if response is not received from a user device after an AD server transmits the information to the user device in the response to the connection request of the user device.

Description

METHOD OF DETECTING ROBOT-BASED INVALID USE OF KEYWORD ADVERTISEMENT AND COMPUTER-READABLE MEDIUM HAVING THEREON PROGRAM PERFORMING FUNCTION EMBODYING THE SAME}

1 is a flowchart illustrating a conventional keyword advertising performance.

2 is a flow diagram of a method for preventing illegal use of robot-based keyword advertising in accordance with a first aspect of the present invention.

3 is a flow diagram of a method for preventing illegal use of robot-based keyword advertising in accordance with a second aspect of the present invention.

The present invention relates to a method for preventing the illegal use of robot-based keyword advertising, and a computer-readable recording medium recording a program for realizing the same. More specifically, when performing keyword advertising, the present invention relates to a specific keyword advertisement by a robot for illegal purposes. Advertisers can detect problems that cause excessive charges by increasing the number of clicks on the ad server, and send the detected fraudulent information to a server that performs keyword advertisement relaying to prevent charging due to fraudulent use. The present invention relates to a robot-based keyword advertisement prevention method and to a computer-readable recording medium recording a program for realizing the same.

With the spread of the Internet, the number of information sources such as web pages accessible through the Internet is increasing exponentially. This increase in information sources and hence the use of search engines that search for a location on the network of information that users want, such as www.naver.com, www.google.com, or www.yahoo.com Doing. In addition to the increase in search in these search engines, the use of so-called keyword advertising or keyword search advertising is increasing.

1 is a flowchart illustrating a conventional keyword advertising performance.

First, a user performs a wired / wireless network connection to a search engine through a user device and performs a search through keyword input (S10).

A user device is a device used by a user for searching and means a device such as a personal computer, a PDA or a mobile phone. Alternatively, the user device may mean an application program such as a web browser used for network connection in such a personal computer, PDA, mobile phone, or the like. Hereinafter, the term "user device" refers to a device such as a personal computer, a PDA, a mobile phone, or an application program used in such a device.

In response to the user's keyword search, the search engine transmits keyword search result information including the search result and the advertisement list designated to the keyword to the user device (S20).

The keyword search result information is preferably configured and transmitted in the form of a web page, and more preferably, the advertisement list is arranged at a location easily accessible to the user, that is, at the top of the web page.

In this case, the advertisement list may be used as a term such as a sponsored link.

In response to the transmitted keyword search result information, the user device receives a request for connection through a user's connection request, for example, a click on one of the advertisement lists (S30).

In response to the access request, the access request is redirected to the search engine or the keyword advertisement relay server (S40).

For example, if a keyword advertising relay is directly performed in the search engine, the search engine is redirected to the search engine, and if a separate relay server is provided, the access request is redirected to the relay server.

Hereinafter, in the specification of the present invention, a server that performs a keyword advertisement relay function, including a case in which such a search engine directly performs keyword advertisement relay or a separate relay server is referred to as a “server performing keyword advertisement relay”. Refers to.

The access request redirected in step S40 is subsequently redirected to an advertisement server that provides information to the user in response to the request (S50).

In the specification of the present invention, an "ad server" provides various information related to a specific keyword as well as an advertisement, and is assigned to an advertisement list for a corresponding keyword of a server that performs keyword advertisement relaying, and thus a user from a server performing keyword advertisement relay. A server that can receive a connection request.

In this case, the server that performs keyword advertisement relaying may charge the advertisement server for redirection of the access request in step S50 (S60).

The keyword advertisement described with reference to FIG. 1 has been widely used because it enables more efficient target advertisement in that keyword search is performed and access is made to the keyword, rather than the conventional simple exposure.

However, such keyword advertisements have a problem of fraudulent use of keyword advertisements, so-called "negative clicks", especially when charging is performed in response to such redesignation. The fraudulent use of keyword advertising, ie fraudulent clicks, is not intended to search for information and perform specific actions such as purchase activities by competitors or third parties of the company that operates the ad server. This means that excessive access to the advertisement server is performed through the keyword advertisement service in order to increase only the charge due to the redesignation.

Such fraudulent clicks are estimated to occupy 10 to 20% in the keyword advertising market of hundreds of billions of dollars per year, and the spread of fraudulent clicks increases the amount of unnecessary advertising expenses from the advertiser's point of view.

In order to prevent such fraudulent clicks, a search and click request for the same keyword is received within a certain time from a user device having the same network address, for example, the same IP, at the server level that performs keyword advertisement relaying, or an identifier of the user device, such as a cookie. Background of the Invention A method of determining a case in which a search and a click request for the same keyword is received within a predetermined time from a user device having the same cookie using information has been conventionally used.

However, such a conventional keyword advertising fraud prevention simply has a disadvantage that can not be determined as a false click for the case of accessing automatically changing IP or cookie information using a robot, for example.

The robot is a function for executing code for repeatedly performing a specific function, and is expressed in various terms such as robot and agent. Hereinafter, the term "robot" in the specification of the present invention is written for the purpose of fraudulent use of the above-described keyword advertisement. A term that refers to a function that executes code.

In addition, the conventional method of preventing the illegal use of keyword advertising is only a method that can determine the false click only on the server side performing the keyword advertising relay, and is a method that cannot determine the illegal click on the ad server side. In other words, the advertiser operating the ad server has a disadvantage in that there is no way to check the number of accesses to his or her own ad server because there is no way to check the ad server.

An object of the present invention is to detect the problem that the advertiser's position caused excessive charges by increasing only the number of clicks on the ad server connected to a particular keyword ad by the robot for the negative purpose when performing the keyword ad, and detects It provides a robot-based keyword advertising fraud prevention method that can prevent the billing due to fraudulent use by transmitting the fraudulent use information to a server that performs keyword advertising relay.

Another object of the present invention is to provide a computer readable recording medium having recorded thereon a program for realizing the method for preventing the illegal use of the robot-based keyword advertisement.

In order to achieve the above technical problem, according to the first aspect of the present invention, a method for preventing the illegal use of robot-based keyword advertising in the advertising server that receives the keyword advertising relay to provide information to the user, (a) keyword advertising relay Receiving an access request of a user device transmitted from a server to perform, (b) determining whether the keyword advertisement relay based on a robot is illegally based on information obtained in response to the access request; c) providing a method for preventing the robot-based keyword advertisement fraud use, comprising notifying the server performing the keyword advertisement relay of the information about the access request, if it is determined that the fraudulent use is made.

According to a second aspect of the present invention, there is provided a robot-based illegal use prevention method in a server that performs keyword advertisement relaying, comprising: (A) an advertisement server that provides information corresponding to a keyword of a request for connection of a user device to a keyword; (B) receiving from the advertisement server information for determining whether to use the robot based keyword advertisement fraud prevention method according to the first aspect of the present invention in response to the access request; C) determining whether the robot-based keyword advertisement relay is used illegally based on the illegality of the robot-based keyword advertisement fraud prevention method according to the first aspect of the present invention. It provides a robot-based keyword advertising prevention method.

According to a third aspect of the present invention, there is provided a method for preventing robot-based illegal use in a server performing keyword advertisement relaying, wherein (A ') an advertisement for providing information corresponding to the keyword by requesting a connection of a user device to the keyword. (B ') receiving information on the access request determined as the illegal use in the method for preventing the illegal use of the robot-based keyword advertisement according to the first aspect of the present invention in response to the access request. And (C ') provides a method for preventing the illegal use of robot-based keyword advertising comprising the step of designating the illegal use for the connection request determined to be fraudulent use.

The present invention also provides a computer-readable recording medium having recorded thereon a program for realizing the method for preventing the illegal use of robot-based keyword advertisements according to the first, second or third aspect of the present invention.

Hereinafter, the robot-based keyword advertising fraud prevention method of the present invention and a computer-readable recording medium recording a program for realizing the same will be described in more detail step by step with reference to the accompanying drawings.

2 is a flowchart of a method for preventing illegal use of robot-based keyword advertisements according to a first aspect of the present invention. 2 is a flowchart specifically illustrating a method for preventing the illegal use of robot-based keyword advertisements in an advertisement server that receives keyword advertisement relay and provides information to a user.

As shown, the method for preventing the illegal use of the robot-based keyword advertisement according to the first aspect of the present invention may include steps S110 to S130, and may further include steps S140 or S150.

First, an access request of a user device transmitted from a server that performs keyword advertisement relaying is received (S110).

Subsequently, it is determined whether or not the illegal use of keyword advertisement relay is performed using the robot based on the information obtained in response to the access request (S120).

In general, whether the robot is determined using the agent type information. That is, the robot declares the robot in the agent type information, and thus, it is possible to determine whether the robot is based on the type information. However, in the case of such fraudulent use, it is not declared as a robot and most of the cases are disguised as normal users.

Therefore, it may be desirable to determine whether the robot is based on the information obtained in response to the connection request.

The determination of whether to use the keyword advertisement relay by the robot can be implemented through various methods as follows.

(1) First of all, when a robot requests a connection to an advertisement server, it is intended to be connected to the advertisement server. Therefore, it is not important to receive information provided by the advertisement server. Therefore, it is judged that the robot may not cope with such reception in most cases.

The advertisement server transmits the information to the user device in response to the access request, and in response, determines whether a response is received from the user device in response to the completion of the transmission of the information. If such a response is not received from the user device, the connection request can be determined to be illegal use by the robot.

In order to confirm a response from the user device, a tag or a script form may be added to send a response when the reception of the information is completed, for example, in the information transmitted from the advertisement server to the user device.

(2) In the case of (1), when the robot is configured to automatically perform a response, it may be determined based on the time at which the response is received.

That is, in (1), the time at which the information is transmitted to the user device is compared with the time at which the response is received from the user device. If the difference between these two times is within a predetermined time, such a connection request may be determined to be fraudulent use.

In other words, since the robot does not receive the actual information, only the response is simply transmitted. Therefore, if such a response is received within a time that is not sufficient to transmit and receive information, it can be judged as a fraudulent use by the robot.

(3) In case of performing illegal use of keyword advertisement through a robot, it is important only to connect to an advertisement server through a network. This connection may be performed, for example, by sending only an HTTP request to the ad server.

Therefore, it may be checked whether the access request received through step S110 includes a request for transmitting additional information other than the HTTP request, and if there is no request for transmitting such additional information, it may be determined that this is a fraudulent use by the robot.

For example, if the information transmitted from the ad server to the user device is in HTML format and a large number of information including image information is included in the HTML format, such image information is received in a normal connection, and the information is transmitted to the user through the user device. The process of expression.

However, in the case of fraudulent use by the robot, there is no need to request the transmission of such additional information because there is no need to express to the user.

(4) In the case of analyzing the path pattern, it is possible to determine whether the connection by the robot. That is, if a path corresponding to the access request of step S110 is obtained and such a path satisfies a predetermined condition, it may be determined to be an illegal use.

Such a predetermined condition is, for example, when the acquired route information is a route including a specific location, and matches a route previously stored in the advertisement server by the illegal use route by the robot, or when a visit pattern of the route information is within a predetermined number. For example.

For example, a competitor of an operator of an advertisement server may perform malicious use of keyword advertisements in a malicious manner. In this case, after accessing the advertisement server or at the same time, a specific path in the advertisement server may be requested. In general, a relay request received through a keyword advertisement search is not often performed directly through a login path and performing an information provision path, an advertisement click path, and the like in the advertisement server. Therefore, if you connect to the login path of the ad server after the access request or at the same time, it can be suspected as a fraudulent use by the robot.

In addition, in the case of a normal user's connection, there is a minimum number of paths that must be passed from the user device to the advertisement server, and the number of the minimum paths is stored as basic data.

For example, a normal user accesses a search engine, performs a keyword search, and then accesses an advertisement server through an advertisement list in a search result.

However, if a part of this essential path is omitted through a robot and keyword relaying is performed through a query of a previously acquired advertisement list without accessing a search engine and performing a keyword search, this can be determined to be illegal. .

(5) In most cases, the connection request by the robot includes only a simple connection request. Therefore, after checking whether the predetermined information is included among the various information added in response to the other access request or determining whether the information is valid even if it is included, if the predetermined information is not included or is not valid, it is transmitted to the robot. It can be judged to be illegal use.

For example, the connection request by the robot may include only an HTTP request. That is, in the normal case, it includes HTTP referrer information. Therefore, by comparing the case in which the reference information does not exist or is not valid information, it can be determined whether the robot uses fraudulently.

Thereafter, if it is determined that the illegal use is made through the above-described process, the server performing the keyword advertisement relay is notified of the information about the access request of step S110 (S130).

Since such notification is most often performed in response to a connection request relayed by a server performing keyword advertisement relaying, the connection request of step S110 is notified of fraudulent use.

The server that performs the keyword advertisement relay that receives the notification may determine whether to use the fraud through analysis again, or in response to the notification, may regard the access fairy as fraudulent and exclude it from the billing.

In addition, the method for preventing the illegal use of the robot-based keyword advertisement according to the first aspect of the present invention may further include storing information on a connection request determined as fraudulent use (S140).

In other words, if it is determined that the ad server side is using fraudulently, in order to prevent charges for this, the evidence data may be required to the server that performs the keyword advertisement relaying. This is to store information about the connection request.

The storage of such supporting data is preferably stored so that it cannot be modified. In other words, it is preferable to store in a non-modifiable storage medium (Write Once Read Many Device, WORM Device) for reliability. It is also desirable to record these records in the appropriate form of hash.

In addition, the method for preventing the illegal use of robot-based keyword advertisements according to the first aspect of the present invention may further include transmitting information on a connection request determined to be illegal to an external server (S150).

In other words, if the ad server determines that it is fraudulent, in order to prevent charges for this, the evidence data may be required to the server that performs the keyword advertisement relay, and such evidence data is not stored on its own. It is to be sent to the server of a public authority.

Through the robot-based keyword advertising fraud prevention method described with reference to FIG. 2, whether a fraudulent use by a robot can be checked.

In addition, the robot-based keyword advertising fraud prevention method according to the second aspect of the present invention relates to a robot-based fraud prevention method in a server that performs keyword advertising relay.

3 is a flowchart illustrating a method for preventing illegal use of robot-based keyword advertisements according to a second aspect of the present invention.

First, the user device's access request for the keyword is transmitted to the advertisement server providing information corresponding to the keyword (S210).

For example, a request for connection of a user device with respect to the keyword "flower delivery" is transmitted to an advertisement server providing information corresponding to the keyword "flower delivery".

Thereafter, the advertisement server receives information for determining whether to use the robot based keyword advertisement fraud prevention method according to the first aspect of the present invention (S220). Receiving such information may be automatically performed by including a tag or a script for transmitting information, such as a web page provided by an advertisement server.

Thereafter, the received information is checked whether or not the illegal use is based on the illegal use determination step used in the robot-based keyword advertising fraud prevention method according to the first aspect of the present invention (S230).

Since details of the execution of steps S220 and S230 are similar to the method for preventing the illegal use of the robot-based keyword advertisement according to the first aspect of the present invention described with reference to FIG. 2, a detailed description thereof will be omitted.

Conventionally, there exists a method of determining whether or not fraud is used in a server performing keyword advertisement relay, but such a conventional method is based on only extremely limited information such as the user's IP without additional information such as user's behavior in the advertisement server. In particular, it was difficult to determine whether the connection by the robot is fraudulent. However, when receiving the additional information from the advertisement server and determining whether to use the fraud by the robot based on this, it is possible to more closely determine the fraudulent use.

If it is determined that the fraudulent use is determined based on the fraudulent use, the method may further include not charging the corresponding access request (S240) or notifying the fraudulent use to the advertisement server (S250).

In addition, the robot-based keyword advertising fraud prevention method according to the third aspect of the present invention relates to a robot-based fraud prevention method in a server that performs keyword advertising relay.

While the method for preventing the illegal use of robot-based keyword advertisements according to the second aspect of the present invention described with reference to FIG. 3 is a method for determining whether the robot-based illegal use is performed by a server that performs keyword advertisement relaying, the third method of the present invention is used. Robot-based keyword advertising fraud prevention method according to the aspect is performed in the ad server and receives only information on the connection determined to be fraudulent use.

In other words, after transmitting a request for access of a user device for a keyword to the advertisement server, the access request determined to be illegal in the advertisement server through the robot-based keyword advertisement fraud prevention method according to the first aspect of the present invention in response to the access request. It is to receive information about and to designate fraudulent use in response to receiving such information.

In the method for preventing the illegal use of robot-based keyword advertisements according to the third aspect of the present invention, a server performing keyword advertising relaying receives and receives a result determined by the method for preventing the illegal use of robot-based keyword advertisements according to the first aspect of the present invention. Except for specifying that the usage is the same as the method for preventing the illegal use of robot-based keyword advertising according to the first aspect of the present invention, a detailed description thereof will be omitted.

The present invention also provides a computer-readable recording medium having recorded thereon a program for realizing the method for preventing the illegal use of robot-based keyword advertisements according to the first, second or third aspect of the present invention.

However, since the detailed description of the recording medium overlaps with the method for preventing the illegal use of the robot-based keyword advertisement according to the first, second or third aspect of the present invention, the detailed description thereof will be omitted.

Although the present invention has been described in detail, this is for illustrative purposes only, and the protection scope of the present invention is not limited thereto, and the protection scope of the present invention is defined through the description of the claims.

As described above, according to the present invention, an advertiser may detect a problem that causes excessive charges by increasing only the number of clicks on an advertisement server connected to a specific keyword advertisement by a robot for negative purposes when performing keyword advertisement. In addition, the detected misuse information may be transmitted to a server that performs keyword advertisement relaying to prevent charging due to misuse.

Claims (18)

A method for preventing illegal use of robot-based keyword advertisements in an advertisement server that receives a keyword advertisement relay and provides information to a user. (a) receiving an access request of a user device transmitted from a server that performs keyword advertisement relaying; (b) determining whether the keyword-based advertising relay based on the robot is illegally based on information obtained in response to the access request; (c) notifying the server performing the keyword advertisement relay of the information about the access request if it is determined that the fraudulent use; Robot-based keyword advertising fraud prevention method comprising a. The method of claim 1, wherein step (b) (b-1) transmitting information from the advertisement server to the user device in response to the access request; (b-2) checking whether the user device responds to the completion of the information transmission; (b-3) if there is no response from the user device, determining the fraudulent use Robot-based keyword advertising fraud prevention method comprising a. The method of claim 2, (b-4) if the response of the user device is received within a predetermined time, determining that the fraudulent use is made; Robot-based keyword advertising fraud prevention method further comprising. The method of claim 1, wherein step (b) (b-5) confirming that the access request includes a request for transmitting additional information; (b-6) if there is no request for transmitting the additional information, determining that the misuse Robot-based keyword advertising fraud prevention method comprising a. The method of claim 1, wherein step (b) (b-7) obtaining a path corresponding to the access request; (b-8) determining that the path is illegal when the path satisfies a predetermined condition. Robot-based keyword advertising fraud prevention method comprising a. The method of claim 5, The predetermined condition is a robot-based keyword advertisement in which the path is stored in advance as being illegally used or the number of paths connected to the advertisement server through the server that performs the keyword advertisement relay from the user device is within a predetermined number. How to prevent fraud. The method of claim 1, wherein step (b) (b-9) determining whether the predetermined information is included or valid in the access request; (b-10) determining that the fraudulent use is not included or invalid when the predetermined information is not included; Robot-based keyword advertising fraud prevention method comprising a. The method of claim 7, wherein And pre-specified information is referer information of HTTP standard. The method of claim 1, (d) storing the information on the access request determined to be the illegal use, if it is determined that the illegal use; Robot-based keyword advertising fraud prevention method further comprising a. The method of claim 9, wherein step (d) (d-1) if it is determined that the fraudulent use is stored, the information on the access request determined as the fraudulent use cannot be modified Robot-based keyword advertising fraud prevention method comprising a. The method of claim 1, (e) if it is determined that the fraud is used, transmitting information on the access request that is determined to be fraudulent to an external storage server; Robot-based keyword advertising fraud prevention method further comprising a. As a method of preventing robot-based fraud in a server that performs keyword advertising, (A) transmitting a request for access of a user device to a keyword to an advertisement server providing information corresponding to the keyword; (B) receiving from the advertisement server information for determining whether to use the robot-based keyword advertisement fraud prevention method according to any one of claims 1 to 11 in response to the access request; (C) Whether the robot-based keyword advertising relay is used illegally based on the illegal use of the robot-based keyword advertising fraud prevention method according to any one of claims 1 to 11, with respect to the received information. Steps to judge Robot-based keyword advertising fraud prevention method comprising a. The method of claim 12, (D) not charging for the access request if it is determined that the illegal use Robot-based keyword advertising fraud prevention method further comprising a. The method of claim 12, (E) if it is determined that the fraudulent use is sent to the ad server that the access request is fraudulent use; Robot-based keyword advertising fraud prevention method further comprising a. As a method of preventing robot-based fraud in a server that performs keyword advertising, (A ') transmitting a request for access of a user device to a keyword to an advertisement server providing information corresponding to the keyword; (B ') in response to the access request, receiving the information on the access request determined as the illegal use in the robot-based keyword advertising fraud prevention method according to any one of claims 1 to 16; (C ') designating a fraudulent use for the connection request determined to be fraudulent; Robot-based keyword advertising fraud prevention method comprising a. 12. A computer-readable recording medium having recorded thereon a program for realizing each step of the method for preventing illegal use of robot-based keyword advertising according to any one of claims 1 to 11. A computer-readable recording medium having recorded thereon a program for realizing each step of the robot-based keyword advertising fraud prevention method according to claim 12. A computer-readable recording medium having recorded thereon a program for realizing each step of the method for preventing the illegal use of robot-based keyword advertising according to claim 15.

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